Who's Who? Who Cares!

There's been a hot discussion on the LawMarketing Listserv as to whether there's any value being in one of the "Who's Who" books.  The response has been a resounding NO.

There's Marquis Who's Who, Strathmore's Who's Who, Who's Who Online, Europa's International Who's Who, and so forth.  I responded, "Didn't it used to  be called "Wastemoremoney's Who's Who?"

"I'm assuming this is another listing that is unnecessary and carries no prestige," said Melissa L. Jones, Marketing Director of Babst, Calland, Clements and Zomnir, P.C.

Tom Kane chimed about a great article in Forbes FYI in March 1999 that debunked all of these "Who's Who" listings.  It's great ammo to show to a partner who need his prominence confirmed: http://www.forbes.com/fyi/1999/0308/063.html. "That article was a great help to me in staving off requests for lawyers' inclusion and references to "Who's Who" listings in the attorney bios when I was in-house," Tom said.

The article is great ammo to present to partners whose egos have caused them to be interested in "an honor that only a select few ever enjoy."  Being listed used to mean you had attained a significant achievement or position in your field. Not any more.  It turns out, anybody can get into Who's Who.  It now includes bowling coaches, gym teachers, undertakers, administrative assistants, landscapers and school nurses.  There are more than 100,000 entries in "Who's Who in America."

Of course, I can't remember ever looking up anybody in a Who's Who book, except for my own listing, which I first got when I was an Associate Editor at a bar association magazine.

The Who's Who publication's aren't picky about who gets into their books.  John Fox Sullivan, a member of a Who's Who board of advisors, told Forbes, "The reality is, I don't do anything."  So there are a lot of self-nominated people who haven't really accomplished much.  Nearly everyone who is nominated gets into the book. 

Afterwards the publisher works hard to sell you copy of the book for $749 ($1,595 for the Web version), and a mahogany wall plaque for $99, crystal desktop ornaments for $149, crystal bookends for $349, silver charm bracelet for $129, lapel pin for $64, Bulova watches for $195, or a leather briefcase for $199.

Whenever I saw someone touting their inclusion in Who's Who, I immediately thought "what a pathetic loser" or "what an insecure egomaniac."

Comments

[Shannon]

I received a letter from Strathmore's Who's Who and thought it was neat, but was critical because it looked liked it was part of a mass mailing. I am in the healthcare industry and I thought it was weird when I didn't note any nursing or top research professionals listed. I Googled and I have found multiple sites talking about the scam. I love the internet! My ego is a bit hurt that I didn't receive a national recognition, but I think I would be more embarassed to have my name listed in Strathmore's Who's Who guide.

[Ali]

Strathmore's Who's Who same story, same lines, just got off the phone with them and they haven't changed there pitch at all.

[Ruben]

Recieved a similar invitation from Biltmore Who's Who today. Says I was selected based on my "current standing as well as criteria from executive and professional rosters." What rosters? If they know so much about me, why do they need the name of my business? And since they want my cell phone # and email address, I figured it was just a scam to harvest this info. I'm sure for every response, they add it to their new list and turn around and sell the info. This isn't about recognizing the accomplishments of the American influential or creating a snapshot of American life. Its about the business of harvesting information for profit.

[Rich]

Just got off the phone with these folks. I'd never heard of them. I told them there was no way I was going to part with $700.00 without doing a little internet research first. The salesperson insisted that I had to make up my mind right then and there and that I couldn't go do the web research if I wanted to be in the book.

Really? >Click< (dialtone)

[John Price]

It's funny that some people have nothing better to do than talk bad about other companies. People are so concerned abot the original WHO's WHO well isn't there coca-cola and pepsi. Who was around first and don't they offer different products and services. Aren't there a million financial companies? So there is more than one whos who and they all deliver and offer different things. Strathmore's has been in business for over 15yrs. and I have received quite a number of contacts and will continue to utilize there services.

[sarah]

I have been a member with Strathmore's for about 2years now. I can honestly say I have made some really good business contacts through this directory. Worth the investment...

[Wesley Setree]

I just got off the phone with a salesperson, after having filled out the Strathmore's Who's Who info online a few days ago. She asked about my career, how long I've been in my career field and all that nonsense. She then went on to explain how this is a great source for networking, business contacts, etc. and how getting my name published would be an honor. I already knew where this was going... how much is it going to cost? She started out with the lifetime membership, then the 3-year, and after I told her I didn't have any immediate need to be in the listing, she told me about the 1-year membership. I declined all of the offers, then when she transferred me to the area that processes the "basic" listings, I just hung up the phone. At that point I realized that I needed to do some research online, which brought me to this posting. While the listing might provide some measure of benefit, I didn't feel like I was actually singled out as a successful businessman that warranted my name to be published with them. I was just another name on a mailer listing and it had nothing to do with my career or success. Thanks to everyone else who took the time to post a comment. Wow, now my name is posted on this web site... HAZAH!

[sara brady]

Heaven forbid that one becomes well-known for one's achievements instead of a self-promotional listing in a book.

[Leona Doege]

Through a odd chain of events, I confused Strathmore with Swarthmore college to which I have a connection. As a result I blindly sent in my reply card and was subsequently called by a representative (sales agent) of Strathmore Who's Who. The costs weren't discussed until the end of the conversation, but when I declined the sales agent was professional and courteous. People join these for a variety of reasons, none which I personally could justify. But, for those that can, I believe Strathmore's product and service meets the need. Give 'em a break and let people feed their egos!

[Gina Covello]

I was just called by Strathmore's Who Who and she went on about what an honor and how I could now put it on my resume. I asked her how she found me and she went on about how they have a research team to find only extremely qualified people. (I know I'm extremely qualified, but I don't need a book to tell me that.) After she got all my bio - mmm, now that I think about it, why didn't she know the schools I went to or my degrees if they had researched highly qualified people?!

Anyway, she started the sales spiel. I was perhaps interested in the $99 1 year membership and told her I would like to think about it. She immediately got angy and said, "Oh no, we are not going to go back and forth like this!" I told her I was very uncomfortable doing business with a company that cannot give me 24 hours to think about a business decision and a purchase.

She told me I had had plenty of time to research their company from when I first completed the info online (I don't even remember doing this.) Anyway, I repeated that I would not do business with someone who can't give me 24 hours to think about something. I CAN'T IMAGINE TREATING MY CUSTOMERS LIKE THAT. I would want them to have all the info and be very sure they wanted to engage in business with me. I would never tell them, "Now, or never." That just isn't sound practice. So, when I hung up with her, I googled Strathmore right away and this is the first hit I found! No wonder she didn't want me to research first.

[Konrad Roeder]

I recently received an invitation for my Irish Setter Spencer to join the registry of Strathmore's who's who. To be chosen for inclusion "candidates must have held a position of responsibility or have attained a significant achievement in their field." I still wonder what he did in order to get included in the mailings besides to get nominated by one of my friends.

[marie]

First of all who's who is no different from any company in the world who charges for products and services. There is no charge for a listing; however doesn't it make sense that people pay for products. Are any of you people giving away anything for free? You're coming down on companies who charge for products and services. It's a valuable networking source if you utilize it.

[unbiased individual]

suresh before you go accusing anyone of deceptive business practices, you should make sure you have legitimate grounds for doing so..I personally declined membership and was given a complimentary listing in back of book...the term no obligation means that you make the decision as far as being member goes...I knew that I didn't want the membership, but I allowed the representative the opportunity to inform me of the complimentary listing and how to set it up, which I am guessing you did not do....perhaps you need to do further research...this company wouldn't have lasted fifteen yrs and have good record with bbb if their practices were deceptive in nature.

[Suresh]

What a bunch of baloney.. In this age of Internet info. glut, who gives a crap about getting listed in a BOOK? Starthmore's etc. need to be investigated for deceptive practices, about their "no obligation" claim.

[Patricia]

Back in 1995, I took a job with a Who's Who company in Massapequa, N.Y. thinking they were like the Who's Who of my era when it really meant something and was a staple of reference departments in most libraries. On my very first day, the admin girl walked out because of the abuse of the boss. I would soon get to know what this was all about. It's a boiler room operation to get money and only that. Mailing lists are provided and invitations are sent out to everyone. There is no research. You're a name on a mailing list or better yet A MARK. If you fall for the invitation and send it back to the company, the "leads" are given to so-called salesmen who then must call you and read from a script to get you to buy merchandise. Even if you tell them you do not want it, they keep pressuring you, then insult you and badger you. Their conversations are listened in on, not to find inaccuracies, but to make sure you are doing your job zealously. In most cases, even when you decline they send you a bill as if you wanted it and harrass you into paying. You will find entries in the books (which are declined by major libraries) with a brain surgeon's bio next to a guy who sells dirt. In the end, a book is published with raw data that is not checked. The bios are the bios people write about themselves. Not all the orders are published which keeps the profits high, correspondence goes back and forth until you're worn out with your complaints.

One incident which really stands out is the CEO of a major airline who ordered 10 sets at $1,014 each for his family. He actually was sent only 5 copies of the book because they did not want to spend money on postage and 6 plaques. This is an ego trip in which to get you to empty your pockets. I resigned from this company. They kept my salary and vacation pay and reimbursement money and although I won in court, I never saw a dime.

[Tina]

To be honest, I have never even heard of the "Strathmore's; who’s who". Just today I opened an invitation from them to join. So I did the responsible thing and Googled it. Guess what I found? A multitude of websites telling me just what I wanted to know. My conclusion? The Who's Who is a bunch of bunk. If I was so concerned of having my name in print I would just take out an ad highlighting how wonderful I am. Truly, does anyone care? In my opinion work ethic is all that matters. Letters in a book can't prove or disprove our talents and success. Being noticed by peers as a success in my Market brings a certain satisfaction you can't buy. Thank you for the great information. I loved reading all the comments.

[Philip L Franckel, Esq.]

My grandfather is listed, and I am listed as his grandson, in Who's Who in Paris where Who's Who really means something. These publications mean nothing in the United States. They are solely an attempt to make sales and they are quite good at that. I receive many junk mail invitations to be listed in all kinds of Who's Who from different companies. These companies offer to list my name and sell me a certificate or plaque.

[Mike]

I live in a rural Texas town pop 748 people and 2700 cattle. What cow in it's right mind would want to see me in a book that costs a lot of money. That's what I call high priced toilet paper.

[Lisa Coburn]

I just got a invitation to Strathmores Who's Who; after being told about the "honor" they told me that it would only cost me $600+
for a life membership or $300+ for a three year membership. I passed.
At least with some of them, you can say yes to the listing and just pass on buying a book.

[Bryan]

Haha, you know what makes this even more hilarious? I'm a 17 year old in high school and I received an "invitation" to the Who's Who Registry.

It makes you think how much people waste money on these "titles".

[Nita]

Who's Who? Who Cares!